Once you have a website it is critical that it be found by search engines and customers alike. The starting point for this should be website optimisation. By optimising your website you are taking steps to ensure that a result for your business is found by search engines such as Google, and displayed to your potential customers.

A fully optimised website will also save you money when it comes to online marketing. Whilst sponsored search results can be bought, natural, organic results work better and cost nothing!

Search engine optimisation (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimising a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

The cost of SEO depends on a number of factors such as the size of the website and the amount of content, including images, video, etc. It begins with an indepth analysis of your site's existing ranking for key terms and then follows a path of monitoring and tweaking.